How to Sell Gym Memberships: Part II

How to Conduct a Proper Tour Selling a gym membership is more than presenting a monthly fee and hoping it fits the customer’s budget. As we discussed in Part I Introduction & Goal Assessment, employees need to make the customer feel comfortable by using their name and asking questions to determine their fitness goals before revealing prices or touring the gym.  In Part II, we go over the essential steps to successfully introducing your gym to a prospect. In terms of the value sales process, this is where you sell both the tangible and intangible benefits of joining your gym, such as [...]

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How to Expertly Sell Gym Memberships

Selling gym memberships is the lifeblood of any fitness center. Yet most gym owners don’t think in terms of the sales process, instead leaving the most critical component of their business unscripted and unmanaged.   To help club owners better understand how to train their employees so they can guide clients skillfully, we are running a five-part series that breaks the gym sales process into discrete, manageable training points: Introduction and goal assessment How to conduct a proper tourPrice presentationClosing the saleAsking for (additional) business  Part 1. Introduction and Goal Assessment Introduction: Say My Name It seems elementary, but the first step [...]

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Men and women sitting in a boardroom with sales and profit graphs showing major decline and the caption saying "What if we don't change at all...and something magical just happens?

Fitness Trainer Staff & Sales Training

Fitness Trainer Staff & Sales Training  If I had wanted to be in sales . . . Yes, it’s true, if we wanted to be in sales, we probably wouldn’t be working in the physical fitness business, would we? I know that it’s a common sentiment in this business. People become fitness trainers for lots of reasons. However, I’ve yet to hear anyone convincingly state that they did it because they wanted to consistently up sell to the "platinum package deal" or make sure clients walk out with sacks full of merchandise. I get that. But this is a business and [...]

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Checklist for Hiring Personal Trainers

Checklist for Hiring Personal Trainers Do you use a checklist when you are hiring staff at your gym? What follows here is the checklist for hiring personal trainers that I use as a structure for the interview and hiring process. As a small business owner and fitness center owner and manager you have to be organized to the point of being obsessive compulsive. In the corporate world of big gyms and worldwide fitness franchises you get all kinds of support that’s not available to the independent owner. Being an independent business owner also has its virtues but as an entrepreneur you need to be [...]

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Fitness Pioneers Who Continue to Inspire the Fitness Industry

Fitness Pioneers Who Continue to Inspire the Fitness Industry The fitness industry has seen some very inspirational figures that changed the way people perceive health and fitness. I am sure in some form or fashion, all of us that are part of the fitness industry today were inspired by at least one of these notable figures, Jack LaLanne, Joe Weider, and Arnold Schwarzenegger. These individuals redefined what it is to be fit and were pioneers in their time. These fitness gurus have redefined health and fitness for people and have inspired countless numbers to not only partake in the health [...]

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Have Fun in Solving the Membership Retention Riddle!

Every fitness facility, large or small, well-established or just barely opening their doors, is faced with the retention riddle. Health and fitness is a commitment toward a better lifestyle. It requires time, conscious thought, planning, and let’s face it, a lot of hard work and effort! Everyone can agree that hard work and no play is no fun. What causes no fun? Lack of interest! So, at the very least, one can deduce that at least one step towards solving the retention riddle is to incorporate fun at your health club. How do you do fun? Keep your members socially [...]

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Cool Summertime Health Club Events and Promotions

Summer is the time when people start finding time to relax and have some fun. As people are becoming more and more health conscious by the day, health clubs are becoming a popular hangout for people of all age groups. Health clubs can leverage this demand to their advantage, and come up with events or promotions that people enjoy. This will also increase the popularity of the health club significantly. Here are a few simple ideas for cool summertime events and promotions in your health club. Discounts or Free Trials One of the best promotions you can offer in your [...]

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Three Good Reasons To Establish Gym Rules

Operating a gym within a set of rules creates structure for both club owners and members. Whether your gym rules are created for safety purposes or just to build a harmonious, fitness-first experience, they are a significant asset to any well run health club.  1.    Gym rules define your club’s culture.  The fact is many gyms do not post or enforce any rules. Recently, I trained as a guest at a national chain. This company has a reputation for indulging power lifters and gym rats. Although I knew this, the facility’s condition shocked me. Heavy weight sets were left on abandoned. [...]

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Can Your Gym Be Profitable Quickly? Yes!

Every gym owner intends to run a profitable health club, but reaching that goal can feel impossible. There are, however, small effective steps you can take today to position your studio for a stronger, healthier future. These good habits start by conducting a line-by-line review of every expense and considering new ways to run an old business. Accountants and business analysts recommend printing out a 12-month profit-and-loss statement twice a year (or even quarterly) in order to accurately appraise every company expenditure. Although such effort sounds tedious, watching every penny is the only way to ensure you’re not wasting money. As [...]

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How to Make Money Owning a 24-hour Gym

Don Roberts’ Fit 24/7 Gym keeps things simple. His gym does not boast a sauna, day care, or exercise classes. Customers know to follow the rules or get kicked out. And his club is open every day, 24 hours a day, frequently without a single employee on premise.  Stripped bare of any extras and run entirely by himself, his 550-member facility in Durango, Colorado, has been profitable — very profitable, he insists — from day one. The key to making money is minimal expenses and 24 hour access. The advantage of 24-hour gyms  In a time when nearly 20 percent of gyms closed permanently [...]

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How to Start Training Kids at Your Gym

You’ve probably thought about opening your gym to youth athletes. After all, it’s big business in the United States. About 60 million children play in organized sports every year. And, for better or worse, many parents see their kids' talent as a ticket to college scholarships. With that in mind, creating a program targeted at tween and teen athletes may be a great way to build a base of new customers and make up for billing lost to the pandemic. Selling sports specific training to parents First, make sure new members know about your services. When going through a price presentation, [...]

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Preventing lawsuits brought by employees and subcontractors

By Bill Coons, Loss Control Director (Markel Specialty) Employment in health and fitness centers varies widely depending on the business model of the facility. Health and fitness centers can utilize both employees and contract workers to staff their center. Using both types of workers requires careful planning to help prevent and prepare for potential lawsuits and their ability to defend lawsuits if they do happen.  Many fitness centers utilize subcontractors as personal trainers who, when not with clients, may also answer questions from members of the club not training with them. Other health clubs have employees who may work as [...]

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    What About Annual Gym Maintenance Fees?

    Should your gym add an enhancement fee to offset the increased cost of cleaning materials and procedures? We asked two fitness center owners their opinions. Here’s what we learned. Photos courtesy of Fit247 Does not charge an annual maintenance fee: Don Roberts, owner of Fit247, Durango, Colorado  Roberts has owned his gym for 20 years and decided against charging his customers a maintenance fee. The 7,000-square-foot, 24-hour facility is in a small city with a close-knit group of customers, and he prides himself on running a very clean, organized gym. Nearly 20% of his 600 members have been with him almost [...]

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